Readership Composition

Who reads X-Ray Magazine?

Our readership is characterized – by dive industry standards – a large fraction of female readers and a relatively high representation of the 18- to 35-year-olds.

The audience is relatively affluent and well educated.

Who are our readers? This diver exiting the water in British Columbia could be one of them


62% attended college

Average household income


(37% earned more than $100,000)

Median age

33 years Europe
35 years US/Canada
26 years Asia

Marital status

56% are married

Household size

1 persons 24%
2 persons 37%
3 persons 13%
4 persons 18%

US Demographics



Spending and travel

2.9 dive trips/yr Europe
4.6 dive trips/yr US/Can.
2.3 dive trips/yr Asia

Average expenditure on dive equipment

€ 2,100 Europe
$ 3,600 US
€ 2,600 Asia



96 dives is the average experience
45% do min 50 dives pr year
22% do min 100 dives pr year


66% dive with a single tank
23% dive with twin sets
10% own a rebreather

Underwater Photography

39% would like to take a course in underwater photograpny
65% own an underwater camera


21% wants a Nitrox course
57% has a Nitrox course or better


Number of trips

( - international travel - )

11% I never go to other countries
13% The diving is the only thing that matters.
51% Diving is most important, but I appreciate the nice landscape and culture.
19% Diving matters a lot, but more so the culture/country/nature.
  7% I need to see/do something else than diving.

Companionship on trips

( multiple answers possible )

13% It varies / prefer not to say
23% I travel by myself
16% I travel with my regular buddy
21% I travel with my diving domestic partner
  7% I travel with my non-diving domestic partner
10% I travel with the family
11% I travel with the friends or colleagues